Setting up header bidding is now considered best practice for publishers who monetize their sites through programmatic channels. That wasn't always the case. At the beginning, header bidding was best reserved for those who had the development resources to implement the necessary hacks. As header bidding started to take off, increased guidance was required so that both the buy-side and the sell-side could build tech around it. Rubicon Project's Senior Vice President of Seller Accounts, Heather Carver, shared with me how the evolution of header bidding has led to the de facto standards that we all use today.
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